The 5th P of the marketing mix
According to a study by Roland Berger, customers are even willing to pay 15% more for a higher level of service. For brands, this means meeting higher expectations, two of which are now key: personalisation of the service and fluidity. Payment is at the heart of these issues. The more burdensome this step is, the faster the buyer abandons their basket. However, the success of the subscription system, which is simple and fluid, has shown us that it is possible, via payments, to understand customers better, to offer them personalised services and, ultimately, to retain them over the long term.
Making the purchasing process simpler in order to accelerate growth
But in fact, payment has become much more than the restrictive process that we are trying to make invisible. Many brands have succeeded in making it a driver of value creation by integrating it more harmoniously into the purchasing process and by supplementing it with additional services, thus offering their customers real added value